Offered: the design commission of the century
Designers can act at the forefront of the sustainability transition, write designers Emma Berg, Riikka Manninen, and Linda Vanni.
We already know that limiting global warming to the desired 1.5 degrees Celsius requires rapid and extensive emissions reductions from all of us. (Ministry of the Environment, 2023)
Therefore, it is surprising that, according to designers, companies across various industries value environmental responsibility very poorly. According to Ornamo's recent labor market survey (2023), only 47% of design industry employees consider ecological sustainability a significant competitive factor for their employer's operations. This reflects the goals of employers and the attitudes of consumers, but also the values guiding our own work.
"Only 47% of design industry employees consider ecological sustainability a significant competitive factor for their employer's operations."
Environmental responsibility seems to be perceived as a voluntary addition, subject to negotiation. Voluntary actions by companies receive more support than legislative changes and industry-specific commitments. However, it is clear that bridging the gap between current practices and the desired state requires changes guided both at the national level and emanating from each individual actor. (Finnish Climate Panel, 2023; Pantsar, 2023)
"What if operating in line with the planet's carrying capacity were our primary starting point for our work?"
As designers, we have both the responsibility and tremendous potential to promote a more environmentally responsible way of life and new ways of operating in various sectors and society. The disruptions in the operating environment require not only new solutions but also an entirely new way of thinking, also from designers. What if operating in line with the planet's carrying capacity were our primary starting point for our work?
Designers as Accelerators of the Sustainability Transition
It is estimated that up to 80% of environmental impacts linked to products and services are defined already in the design phase (Thackara, 2005; European Commission, 2012). However, design can also bring about broader impacts that promote sustainability in various ways.
As designers, we can apply our expertise in developing strategies and processes supporting the green transition, as well as building sustainable business models. Through collaboration with other professions and citizens, we can contribute to developing solutions, for example, to promote responsible behavior, curb overconsumption, and utilize resources more efficiently in line with the principles of the circular economy.
Designers have many skills that assist in this transition: we respond to changes flexibly, tolerate uncertainty, and possess exceptional problem-solving skills creatively within tight constraints. We can visualize future possibilities, communicate change effectively, and agilely experiment with different ways of operating.
We designers working at Metsähallitus, the Senate Group, and the City of Helsinki have been working for some time to promote the sustainability transition. Whether it's developing digital services promoting responsible behavior among citizens, the transition to a circular economy in the real estate and construction sector, or the practical implementation of Helsinki's carbon neutrality target, we designers have been involved in advancing these initiatives.
"All designers can develop their work towards a more sustainable direction and increase their opportunities for impact within their organizations.”
The Commission of the Century
What concerns us, the authors, is the breadth and speed of the necessary change compared to the current situation. For example, only less than half of the respondents in Ornamo's labor market survey reported having workplace goals or guidelines for sustainability work.
We believe that all designers can develop their work towards a more sustainable direction and increase their opportunities for impact within their organizations through their own initiative, regardless of the industry. You can start by discussing common goals and by educating yourself or learning about different themes of environmental responsibility. As a professional community, we can lead the way: let's boldly and ambitiously challenge the clients of design as well as our own work communities, roles, and project teams! Effective sustainability work is realized together. Let's take on the sustainability transition, which is the most important and challenging design commission of this century.
This blog was originally published on Ornamo’s website and newsletter in Finnish. Find the original with sources here. Translation by ChatGPT and Emma Berg.